By Jeffrey James
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Additional resources for Consumer Choice in the Third World: A study of the welfare effects of advertising and new products in a developing country
G. 1 to 7). If, for example, the tea is thought to be strong but only slightly so the third category from the left will be chosen. The underlying idea of the semantic differential is that through the use of ordinary language a scale can be constructed which is viewed by respondents as a continuum of more or less equal categories. 9 Thus, it is assumed that the intervals both within a single scale and between different scales are equal. If these units are not in fact equal, the distance in semantic space between A and B is not strictly comparable with that between C and D, say.
Communicating With Consumers (Sage, 1976). 14. J. R. Bettman, An Information Processing Theory of Consumer Choice (Addison-Wesley, 1979). 15. M. Hollis and E. Nell, Rational Economic Man (Cambridge University Press, 1975) p. 54. 16. Comparative claims can of course only be invalidated through experience with the advertised good to the extent that the consumer has acquired accurate information about the characteristics of the goods with which it is compared. 17. The assumption that 'experience simply overrules consumers' previous opinions' is criticised on the basis of a stochastic model by Y.
See James F. Engel, Roger D. Blackwell and David T. Kollat, Consumer Behavior, (third edition) (The Dryden Press, 1978). 15. G. J. Stigler, 'The Economics oflnformation', Journal of Political Economy, vol. LXIX (June 1961 ). 16. , p. 224. 17. See M. Porter, Interbrand Choice, Strategy and Bilateral Market Power (Harvard University• Press, 1976) and S. Rosen, 'Advertising as Information', in D. , 1978). 18. M. Fishbein and I. Ajzen, Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research (Addison-Wesley, 1975).
Consumer Choice in the Third World: A study of the welfare effects of advertising and new products in a developing country by Jeffrey James